What Is Amazon PPC?

When customers look for a new product to buy, about 66% of them start their search on Amazon. And when they begin their searches with one specific product already in mind, 74% go straight to Amazon.

Most sales on Amazon come via the search function, but the results are mainly based on past sales. That makes it difficult for sellers outside of page one to gain visibility for products using only organic SEO methods. To increase visibility for their products, sellers can use different types of Amazon PPC ads to bid on product exposure.

Amazon PPC is an advertising and marketing platform that allows you to buy and optimize different types of Amazon ads. Through the platform, you can bid on keywords and competitor listings, create advertising strategies, and run a variety of PPC campaign styles. Bids and ad performance are specific to your Amazon Standard Identification Number (ASIN), so you can figure out which campaigns are the most beneficial.

Since its 2012 introduction, sellers have optimized and automated Amazon PPC to achieve several highly specific goals. For example, you may want to make your sales cycle more efficient or maximize the rank of a brand or product. PPC optimization is all about figuring out your goals and accomplishing them with the available resources.

Setting Up Different Types of Amazon PPC Ads

At its core, an optimized PPC strategy helps you avoid inefficient ad spend while accomplishing your goals. You can boost short-term profits by running efficient PPC campaigns or spend more to build long-term strategies in order to increase rank so your listing can see more organic sales down the road. Because Amazon PPC is still relatively new, many sellers aren’t familiar with it. This makes for an excellent opportunity to enhance your competitive edge. 

To begin, go to your Seller Central account and hover over the Advertising tab; then, select Campaign Manager. From there, you’ll be asked to set up the budget and duration of your advertising campaign. The entire process is built into your Seller Central account, so you won’t need to download anything to create and track your campaigns.

The next step is to choose what types of Amazon ads you want to utilize. It’s possible to sponsor products or brands specifically and to choose manual or automated targeting. Automated Amazon PPC ads determine what keywords and products are associated with and then run ads based on that information. Manual targeting allows you to choose what, specifically, to dial in on.

Optimizing Manual and Automated Amazon PPC

Both manual and automated Amazon PPC can be highly useful. PPC automation shows you what Amazon recognizes your product for and, over time, conversion rates for each keyword or product. You can then use this information to manually optimize campaigns further and spend more efficiently on long-term campaigns.

By combining Amazon PPC automation with manual targeting, you can build a more hands-on type of campaign in which you retain total control of your ad spend in the context of your goals. Pinpoint the keywords and products that Amazon finds most relevant and successful, then target them specifically to maximize your ROI.

For a few examples of how we recommend properly structuring these automatic and manual targeting campaigns in Kinetic and why we recommend setting them up that way, check out this handy video!

Strategizing a manual and automated Amazon PPC campaign can seem overwhelming, especially if you don’t have a background in marketing.

How can I manage my Amazon PPC?

Viral Launch’s Kinetic platform helps simplify it for you by presenting extremely detailed data taken directly from Amazon in a user-friendly and easily understandable format.

Save time tracking your PPC spend by seeing all of your data within a few tabs instead of digging through multiple Microsoft Excel tabs.

Within Kinetic, you can create rules to automate Amazon ad campaigns based on past performance and receive optimization tips. With Kinetic’s preset advertisement types, you can better understand different types of Amazon ads and PPC strategies.

The Viral Launch Software Suite Just Got Sweeter: Here’s What’s New

As the Viral Launch community grows in size and strength, our team is more and more dedicated to equipping you with the tools, guidance, motivation, and support you need to build the life you dream of. After being in the Amazon community for over four years and helping drive over $10 Billion on Amazon, we’ve developed the most comprehensive suite of Amazon seller tools with one goal in mind: your results. We are excited to announce a few improvements we’ve added recently – all of which come free of charge for Viral Launch users.

PPC Rule Flexibility

For those who want to run smooth Amazon PPC automations without overspending, we’ve added Risk Multipliers. Whatever you’re aiming for – whether it’s profitable campaigns or increased organic sales – you can increase the accepted spend in a controlled manner, allowing you to hit your goals more frequently. Spend less of your day worrying about Amazon ads, and let Kinetic’s flexible automations do the tedious work for you.

Example: If your goal is 30% ACOS, but you’re willing to go to 45% ACOS to try and find useful keywords by casting a wider net, you would set your Risk Multiplier to 1.5x.

Kinetic

Keyword Rank Comparison

Have you ever wondered how one keyword’s rank changes affect another? To help Viral Launch users see their keyword performance on a macro-level, we’ve introduced Bulk Compare. This new feature makes it really easy to understand which keywords rank better than others over time. Plus, you can see how one keyword’s success is correlated to another’s. Choose 10 keywords in Keyword Manager or Competitor Intelligence, and run a bulk action to compare.

Keyword Manager and Competitor Intelligence

Top Seller Sales Breakdown

Do you ever wonder how a top seller is driving so many sales? With our new “Track” button, you can see exactly where a product is ranking for every relevant keyword. Now, you can understand where all those sales are coming from. And with this knowledge, you can implement the same strategy for your business… prioritizing their winning keywords and taking advantage of the ones they’re missing. 

Market Intelligence and Competitor Intelligence

Market Averages at a Glance

For Viral Launch users who want to make efficient, smart decisions during their product research, we’re happy to announce it is now easy to view market averages without any extra clicks. With this addition, you can quickly understand how the products on page one are performing. Now, you can determine your potential for success and make informed sourcing decisions at the click of a button.

Market Intelligence

New Sections in Search Results

If you have noticed more and more sections popping up in Amazon’s search results, you may find our new highlights quite useful. In your product research, it’s important that you’re aware of sections such as “Top Rated from our Brands,” “Editorial Recommendations,” and of course “Sponsored Brands.” Our highlights ensure you’re aware of the section’s presence, and they give you information about that product’s performance. This means you can avoid markets where Amazon’s presence is strong, and you can understand how these positions are affecting sales for the selected products. 

Market Intelligence

Streamlined Keyword Research

Sometimes basic metrics don’t quite cut it when choosing which keywords to prioritize in your PPC and organic rankings. You can now evaluate a keyword’s potential directly in Keyword Research. Quickly find markets growing in opportunity or declining in demand with keyword trend data. And see how competitive each keyword is with information on page one products. It’s never been easier to understand which keywords to prioritize for your products.

Keyword Research

There’s More Where That Came From

Selling on Amazon gets more complex with every week that passes. As more brands recognize the enormous opportunity, you must be more strategic with management and growth. It can be tough, we know. But our team of 80+ is obsessed with researching, analyzing, and building tools that support you in the process. Just like you’re committed to building your business, we’re committed to you. If you have any suggestions or questions, we’d love to hear your feedback! After all, we couldn’t do this without you.

New to Viral Launch?  Start Your Free Trial

Already part of the crew? See the New Features in Action